THE BUSINESS
TourismOhio is the state agency responsible for promoting Ohio as a premiere travel destination to drive economic growth throughout the state. Their mission is to increase both in-state and out-of-state tourism by encouraging visitors to explore Ohio as a place to live, work, and learn.
THE PROBLEM
TourismOhio faced the challenge of standing out in a highly competitive tourism market, where they must compete with other states and regions that offer similar attractions and experiences. Their new slogan, ‘Ohio, The Heart of it All,’ highlights Ohio’s central geographic location and its position as the heart of the heartland. Alongside this, they needed to reach diverse audiences—both in-state and out-of-state—to showcase Ohio’s unique offerings, from natural beauty and cultural landmarks to vibrant cities, all while adapting to evolving travel trends and consumer behaviors in a digital landscape.
THE SOLUTION
To overcome these challenges and achieve their goals, Futurety implemented a multi-channel strategy designed to increase awareness and drive targeted traffic to Ohio.org.
- The strategy included comprehensive keyword research to identify high-relevance and high search-volume keywords related to the travel and tourism industry. Next, we developed compelling ad copy and extensions to encourage user engagement and targeted both in-state and out-of-state DMAs surrounding Ohio.
THE RESULTS
Futurety saw the following results in the first year after the implementation of their search engine optimization and digital analytics tactics:
28
Impressions Across Meta Channels
45.13
Increase in Organic Page Views
3,000,000
Total Website Sessions
59
Conversion Rate
Changes based on year over year metric.
Exposure to TourismOhio’s advertising campaigns led to a positive impact on the state’s reputation and competitive placement as a leisure travel destination. The campaigns drove a measurable increase in incremental trips, visitor spending, and tax revenue, delivering substantial economic benefits to the state. Additionally, heightened advertising awareness resulted in a surge in overnight stays and fostered a higher likelihood of repeat visits, indicating lasting engagement and a growing affinity for Ohio among travelers. This success highlights the strategic effectiveness of the advertising efforts in driving both immediate and long-term tourism growth. Moreover, TourismOhio’s advertising efforts better the state’s position as a place to live, work, and learn.
